Vista Outdoors

A house of brands was seeking a redesign in hopes of preparing their family of sites for personalization.

Project: – SPEC

Target hunters are entirely different customers than game hunters. They are looking for different products and features, and they respond differently to marketing. Vista Outdoors was ready to go all-in on personalization for their family of brands, so they wanted to explore the possibilities – starting with their flagship rifle brand, Savage Arms.


  • Appeal to all types of rifle and shotgun enthusiasts
  • Offer ample opportunities for personalization, both implicit and explicit
  • Make good use of their custom photography, adding a human element to the design
  • Add a sense of community and participation to this brand of gun culture
  • Guide users toward a custom configuration or purchase, increase sales

My Role

UX Architect and UX Designer, defining the user experience and creating a spec design for a sales opportunity

UX Designs

In the spirit of expediency, we combined wireframing with graphic design to create strategic mockups for a hypothetical homepage to show our combined thought process and design skills in one complete package.  We created two homepages to demonstrate the different personalized views for game hunters versus target hunters.


Adobe Photoshop, Adobe XD

Features & Solutions

  • Personalized billboard to feature what matters to identified audiences
  • Pre-selected tabs based on perceived interest (e.g. target shooting versus game hunting)
  • Targeted imagery and content based on identified persona
  • Multiple opportunities available for featuring their high-quality imagery
  • Trophy Room concept for encouraging user participation/registration
  • Prominent callouts to revenue generating avenues, like the gear shop, the custom rifle configurator, and the dealer locator